The third part of a MBA course in Marketing Essentials. Brought to you by Anglo Business Publications. In this section we will cover; Positioning Market position map Positioning strategy for Suzuki Swift

1. Anglo Business Publications
Lesson 3

2. MBA
Introduction to Marketing
Lesson 3

3. Content
1. Positioning
2. Market position map
3. Suzuki Swift positioning
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4. Positioning
• Positioning is the marketing activity
that helps the customers in the
target market to relate to the
product as well as to the competition
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5. Positioning
• How is Suzuki Swift positioned?
–If you study the adverts again you will
see the positioning strategy.
–Swift is positioned as a car that young,
successful people want to drive;
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6. Positioning
• Suzuki Swift
• Fun to drive – powerful engine for quick
acceleration
• Easy to drive – power steering / auto & manual
gear shift options
• Safe to drive – air bags, disk breaks, ABS
• Great looks and design
• Good interior features
• Good comforts
• Great quality (Japanese technology)
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7. Market Position Map – Maruti Suzuki Swift
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8. What is a market position map?
• It is a TWO Dimensional diagram which is
constructed using two characteristics that
customers use the evaluate the product
category
• Examples –
– Cost (Price) and Benefits
– Price and Quality
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9. What is the use of the positioning
map?
• It is used to understand the relative position
of the product against competitor products
evaluated using the same criteria
• Useful in creating the positioning strategy
• Useful in changing the established position
and move it to a different and move favorable
position.
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10. Position of Swift in the map
• Swift is rather expensive and it is one of the
most expensive in the high cost/high benefits
category in the small car segment (India)
• As such positioned as a product that offers a
lot of benefits and comforts for the price
asked.
• Therefore the advertising and promotions
should stress the fact that it is much better
than more affordable alternatives.
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11. This ad helps to position Swift in the target market as
a car for Young, fun loving, happy , successful people
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12. This ad helps to position Swift in the target market as
a car for Young, & Sexy
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13. This ad helps to position Swift in the target market as
a car for Young, Playful, Fun loving
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14. Suzuki Swift – Target Market & Positioning Strategy
Summery
TARGET MARKET
Young professionals with a very good income. Single or newly married. Like to show-
off their success. Both males & females are included in the target market.
Income bracket: Rs. 100,000 – 200,000 Per Month
Age: 25-35
Life style: Carefree/fund-loving, lots of parties, outings with friends
Attitude: Like to brag about the great job they have / show off their
success/income.
POSITIONING STRATEGY
Swift is positioned as a car that young, successful people want to drive;
Fun to drive – powerful engine for quick acceleration
Easy to drive – power steering / auto & manual gear shift options
Safe to drive – air bags, disk breaks, ABS
Great looks and design
Good interior features
Good comforts
Great quality (Japanese technology)
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15. Brought to you by
Anglo Business Publications